If you're an architect and you're trying to create a design for a retailer, you've got your work cut out for you.

After all, your client won't be satisfied with just any design.

They've hired you — among all your competitors — to give them something they've never seen before. They want you to stop people in their tracks. They want "Wow!"

How do you create it?

Many architects turn to technology. They think they can jazz up their designs by adding plasma screens, LCD displays, and computer-driven lighting.

Sadly, adding life to a project isn't that easy.

The only thing technology adds is cost; that is, unless you know how to use it.

The proper way to use technology is to make sure it helps produce a business result that your client wants desperately.

What, then, would they like to see happen because of the technology…